Legendary Rep Larry Lorenz Remembered

Lorenz founded LSM Sports and represented brands including Haro, Profile Design, Serfas, Yakima and Shimano, among others, in Illinois and Missouri. He had served as an independent rep in that region for more than 20 years.

“His nickname was Larry the Legend because he was a legend in his own mind,” said Brian Miller, manager of Bicycles Etc., with stores in Naperville and Lisle, Illinois. “We’d make a phone call to him and he would reply back that day. He was always very well liked. I didn’t know anyone that didn’t get along with him.”

Miller first met Lorenz back in 1985 when Lorenz worked for Western States Import as a sales rep.

Lorenz called upon roughly 160 dealers in his region, according to John Denson, general manager of Serfas. He had served as a rep for Serfas since 1995.

“He’s one of those guys who always had good input. He kept in contact with the product manager, sales manager, owner, he spoke to everyone here,” Denson said. “It’s not often that one person can affect so many people. He was a good guy
and will be missed.”

Denson, who was shocked to hear about Lorenz’s passing, said Serfas named its “Legend” sunglass line after Lorenz last fall. Denson said Lorenz was a lover of the outdoors and enjoyed camping, fly fishing and skiing. He also enjoyed jazz and website design.

Lorenz passed away suddenly Monday. Funeral services will be held today at 7 p.m. at Davenport Family Funeral Home in Barrington, Illinois. Visitation is from 4 to 8 p.m.

Lorenz is survived by his mother, Lois; siblings Michael Lorenz, Marian (Grant) Gustafson, Christine Meany, Richard (Wendy) Lorenz; nieces and nephews, Spencer and Sydney Lorenz, Nathan and Ryan Gustafson, Erin, Sarah and Samantha Meany; and many aunts, uncles and cousins. He was preceded in death by his father Thomas Lorenz.